Gartner estimated that the average brand has over 1200 touches with a customer during the lifetime, across digital marketing, social media, desktop site and mobile site. But how can brands optimise and master those touches? Brand Utility is the answer. The idea of utility is about how to develop relationships with your customers at each stage of their journey.
BU is not a new term in 2019 but it does take a new face in digital delivery. It comes in all shapes and sizes, and the common thread is to create value to the customer.
With the passion for CX, Nicholas Kontopoulos, Adobe Head of APAC DX Commercial Marketing believes that the authentic purpose gives us grounding, direction, satisfaction towards the brand utility. To fulfill the purpose and provide the best experience to the customer, brands need to understand their customers’ problems and journeys. In his keynote presentation at Meet Magento Asia 2019, Nicholas presented his insights on "Brand Utility: The Purpose of Purpose".
As the Adobe Head of APAC DX Commercial Marketing, Nicholas Kontopoulos harnesses over 25 years of professional experience, built across multiple industries and geographies.
He’s passionate about challenging the ‘status-quo’ and ‘management dogma’ that stifles the creative thinking processes that are paramount to delivering amazing customer experiences. Nicholas ensures that ‘Customer Experience’ is a core business ideology at the heart of the brand.
Previous to this, Nicholas was the Global VP for Fast Growth Markets Marketing at SAP, and had also held a number of highly strategic global and regional Business Development and Marketing roles during his ten years at SAP. An international speaker, Nicholas has been regularly published on Forbes.com, News Asia, Bloomberg, CampaignAsia.com, Marketing-Interactive.com, THEDRUM.com and Customerthink.com.